With so much data and automation technology available to marketers, there is a temptation to do more, more often. Yet, the most effective uses of big data are usually not bigger marketing, but leaner, more efficient marketing.
The biggest challenge now is to wrestle big data down into actionable insights. We need to get to the data that counts. Grazia Ochoa, director of global digital marketing at Starwood Hotels and Resorts said in a recent panel on data-driven marketing that I was lucky enough to moderate here in New York City, “We view consumer behavior in multiple models in order to understand the full experience in each visit in a particular property, but also over time to see how we can improve the return rate. If I can move a guest from four visits a year to six, that is better than just optimizing the four visits we already have. We strive to do both.”
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